SPH Radio stations gain stronghold of its core audiences, rating high in loyalty and engagement

December 19, 2019

SPH-owned English stations Kiss92 FM, ONE FM 91.3 and MONEY FM 89.3 and Chinese stations UFM100.3 and 96.3 Hao FM increased their total listenership by 10% and share of audience by 13%, based on the findings of Nielsen Radio Diary Wave 2 Survey released last month.

In a separate study conducted by Milieu Insights, an independent Singapore-based consumer insights company, surveying more than 2,000 respondents via a mobile app-based survey platform called Milieu Surveys, SPH stations have also performed well under brand likeability and engagement measures.

On the digital front, Triton Digital reported an upward trend for SPH stations across unique digital listenership and podcast downloads.

Here are the key highlights for each station:

UFM100.3, a loyal group of listeners who are car owners and grocery buyers

Amongst all Chinese stations in Singapore, UFM100.3 registered the biggest growth in listenership at 27%. Its podcast downloads grew by 7% over the same period.

It is also the stickiest among its core listeners aged 30-49, with the highest weekly average time spent listening of 11 hours 23 minutes. It also has a higher proportion of car owners and grocery decision makers among its core audience compared to competitor station Love 97.2 FM.

In the Milieu Insights study, it is amongst the most liked Chinese stations, with a higher likelihood to be recommended compared to Love 97.2 FM.

96.3 Hao FM, well liked by mature radio listeners with growth across various devices

Hao FM scored the highest growth in reaching mature listeners, amongst all Chinese radio stations. Its listenership grew by 24% among its core listeners aged 40 to 59. Its digital listenership and podcast downloads grew significantly by 28% and 63% respectively.

It is rated to be more entertaining with better perception of music in comparison to competitor Capital 95.8 FM in the Milieu study.

Kiss92 FM, remains as SPH strongest station with high engagement and likeability amongst key audiences

Kiss92 garnered the highest share of female listeners aged 30-39 compared to other English stations. Close to 60% of its listeners stay in private properties – the highest amongst all English stations. It has also a higher proportion of car owners and grocery decision makers among its core listeners, compared to competitor Class 95 FM.

Its podcast downloads grew by 11% while digital listenership remained stable. The station commanded strongest engagement with its core listeners who tuned in for an average of 12 hours 59 minutes to the station per week.

It has been rated as the most likable radio station in Singapore in the Milieu study.

ONE FM 91.3, improving every radio wave with positive sentiments amongst listeners

ONE FM registered the highest growth in share of listeners aged 40-49 compared to other English stations. It is the second stickiest English station among its core listeners, who tuned in for an average of 7 hours 57 minutes to the station per week. Digital listenership grew by 17% while podcast downloads remained stable.

It has been rated higher in terms of likability, entertainment and quality of talk segments in comparison to competitor Gold 90.5 FM in the Milieu study.

MONEY FM 89.3, captures affluent listenership

MONEY FM is the stickiest English informative station among its core listeners made of PMEBs aged 35-54, who tuned in for an average of 5 hours 28 minutes per week. This is more than two times longer compared to competitor CNA 938. In the same period, its digital listenership and podcast downloads grew significantly by 27% and 41% respectively.

Its core listeners are from affluent households (86%), with households earning more than $10,000 per month. It has also been rated as the most influential radio station in the Milieu study. For example, listeners will take in the station’s recommendations on places to dine or visit.

About Nielsen Radio Diary Survey 2019
Wave 2

The Nielsen Radio Diary Survey 2019 Wave 2 was conducted between September 2019 to October 2019 and surveyed 2,003 of the Singapore population aged 15 and above on their radio consumption. Results are weighted mainly by age, sex and race to be representative of the Singapore population.

About Milieu Insights

Milieu Insights is an independent Singapore-based consumer insights company. In this radio study commissioned by SPH, Milieu surveyed 2,044 respondents aged 16 and above on various engagement metrics across all radio stations in Singapore. Results are weighted mainly by age and sex to be representative of the Singapore population.

About Triton Digital

Triton Digital is a global digital audio technology & advertising company. It is the industry standard for online audio consumption measurement across all devices and players.

For more information, please contact:

Hafizah Hazahal
hhafizah@sph.com.sg

Jane Wee
janewee@sph.com.sg